Brazil's sadia takes international branding to new level: The company's investment in further processed, value- added poultry is opening new markets internationally

摘要

The internationalization of the meat market is under way, and Brazilian companies are in the lead. If it was low-priced products that attracted foreign buyers in the past, Brazilian meat and poultry companies are working to change that by diversifyinginto further-processed products for export. In the beef sector, for instance, the Brazilian company JBS-Friboi announced the acquisition of the U.S.-based Swift Foods last May, becoming the sector's largest processing company in the world. In the same month, Brazil's Perdigao announced an agreement to acquire the Dutch company Plusfood Groep BV, recognized in Europe as a processed products brand. But there's no better example of the trend than Brazil's leading poultry company, Sadia.